Glass packaging producer Gerresheimer has partnered with AIPIA member TruTag Technologies, a brand protection specialist, to offer a secure digitization solution for cosmetic brands. The solution involves the integration of invisible microparticles that can be detected and decoded by a smartphone directly from products.
With fake beauty products on the rise, which are impacting consumer safety and damaging the cosmetic industry, the companies see this as a highly opportune time to offer an innovative, secure digitization solution for the cosmetic sector. Consumers or brand protection experts can use an app to scan and authenticate the beauty product packed in Gerresheimer glass containers.
“Luxury industries and cosmetics are particularly affected by counterfeiting and the problem is growing steadily due to increased online shopping. Counterfeit cosmetic products do not just harm the reputation of health and beauty brands, they are also dangerous to end-consumers,” says Nicola Balena, global VP cosmetics at Gerresheimer.
The partners say there is a lot of money being made from fake beauty products. This is harmful to the consumer financially and qualitatively as the content of such products is usually inferior and can be injurious to those who use them. Counterfeit products also damage the image of well-known brands as well as their bottom line.
“Smartphone compatibility enables the mass verification of cosmetics by consumers before they use their products. We believe this is a game-changer from a consumer safety perspective,” says Michael Bartholomeusz, CEO of TruTag Technologies. Today, almost all solutions that enable authentication of a single product require special detectors or sophisticated equipment. This new solution developed requires only a commercially available smartphone.
“Driven by the growing problem of fake products in both cosmetics and pharmaceutical industry, Gerresheimer is now working on a digital solution to combine unit-level tracking data with authenticated products to tackle counterfeiting from multiple angles,” states Lea Amstad, head of digital health solutions at the company.
For a full update on active and intelligent packaging, come along to the AIPIA World Congress (co-organized by Packaging Europe) in Amsterdam on 14-15 November. The only smart packaging event covering the entire technology spectrum, the World Congress is a meeting place for the global active and intelligent packaging industry where brand owners, innovators, and other stakeholders can network and see and discuss the latest trends and innovations. Register to attend here: https://packagingeurope.com/aipia-world-congress/tickets
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